Realising the potential of the creative industries to create opportunities for youth and to contribute to a more diverse and inclusive society, Canda has worked with various industry bodies, events and government agencies in Africa and Europe to help develop the Southern African creative sector for over 20 years. On a local level, she has focused on establishing training initiatives in underserved communities and on providing opportunities for storytellers from marginalised ethnic groups. In addition to this, she has worked to inform policymakers to advocate for inclusive and sustainable creative ecosystems through intensive engagement with local and national government, private stakeholders and cultural organisations. Initially, she did this work alongside her long career as a content producer, where she has worked with some of SA’s best artists to produce award-winning visual effects, games and animation and many firsts for South Africa. Over the years, she has attended a number of local and international events as a guest of the organisers, a speaker on the subject of digital creative industries development, the education and training needs of entrepreneurs and to strengthen connections to international markets for African content producers. With a deep understanding of the unique challenges and opportunities faced by businesses in the creative sector, Canda now focuses on industry development consulting, where she specialises in providing research, strategic advice and orientation to larger development frameworks. She supports business support organisations who are interested in the growth and development of the cultural and creative industries as well as entrepreneurs and organisations looking to maximise their potential and achieve sustainable success.